Where the creative industry is heading, and how to survive the next 15 years

This month, Creative Boom is celebrating our 15th anniversary. It's a great opportunity to reflect on how much has changed for creatives since we launched in 2007. But we'll be honest: that's nothing compared to the dramatic transformation the industry will likely go through over the next 15 years.

Technological advancements, shifting work paradigms and evolving client expectations are reshaping the landscape at a breakneck pace. So it's a good time to ask: What should we do to survive these changes and thrive in this brave new world?

To get some insights, we turned to the Creative Boom community, and you didn't let us down. In the following article, we've selected some of the best insights you shared with us as we explore where the creative industry is heading and what skills creatives should focus on developing to stay ahead of the curve.

Meanwhile, you can read the full discussion on LinkedIn.

The threat and opportunities of AI

We won't beat around the bush. The rise of AI and other emerging technologies is going to reshape the creative industry in dramatic ways. The problem is, we don't know what they'll be and probably won't until they've already happened. As brand designer Asa Rodger puts it: "The pace of change is dizzying, the speed of tech-evolution is bewildering, and the need to wrangle work into a sustainable balance and pace seems ever-mounting."

And so, believes visual storyteller Fiifi Dzansi, "creative people are going to have a tough time in the coming years. Tech, especially AI, is disrupting things. These tools are also making many disciplines in the creative field look easy, thereby bringing in myriads of people to saturate the space."

So, how should creatives respond? Brand identity designer Abhinav Yadav echoes many in offering a "boring" answer that nonetheless goes to the nub of the issue. "By being creative. Sounds difficult? Sounds easy? That's up to you, but the reality of things is that creativity always survives."

He clarifies that "being creative" doesn't just mean being good at design or keeping up with new trends. "Creativity is something bred by curiosity," he clarifies. "So ask more questions, look for more answers. The very fun of being a creative is solving problems people don't even know to exist. Eventually, if you are creative and curious enough, one finding leads to another, and one way or the other, you learn more than just SEO, social media, and the thousand other things that felt overwhelming beforehand.

"To conclude this boring answer with an even more boring thought: the peak isn't a milestone but a checkpoint. Don't stop at the peak; dare to go further."

The importance of ingenuity

It's a response you often hear right now, up and down the creative industries. Yes, AI is taking over many repetitive tasks, such as image retouching, which used to form the basis of entire creative jobs. But AI is unlikely to ever become creative in itself… so human ingenuity will always be prized and in demand.

As design director Greg Althoff puts it: "The humans who say: 'I have an idea!' have always done well, dating back to the time of cave people, and I see no reason why the future would be any different."

One thing that may be different notes creative consultant Isaac N, is that new tech is pushing creatives to work faster and faster. "However," he counters, "the top-performing agencies I collaborate with manage to carve out time for reflection and consideration, allowing ideas and brands time to breathe. Understanding what 'works' is crucial, and while AI expands possibilities even on tight budgets, taste, style and creativity – fundamentally human traits – remain key differentiators."

This means rejecting the idea that AI can replace us, but it doesn't necessarily mean rejecting the AI tools themselves. "AI is the monkey's paw in the creative toolbox," argues Elliot Leavy, founder of Generative AI consultancy Acquainted. "It's often random and undetermined, yet it takes you to exactly where it is you told it to take you. Creatives must learn to harness these new tools, embrace their non-deterministic nature, and shape outputs in ways that take us away from their iterative stereotypes.

"To do this, learn new creative skills like prompting and training Stable Diffusion models," he urges. "Midjourney and ComfyUI are your friends. Ultimately, AI lets us fail faster and create quicker. It's not about surviving the decade ahead but thriving in it. A table flip moment for creativity is just around the corner. Embrace it."

Focusing on human-centric skills

To some older hands, the rise of AI isn't as devastating as it might seem to fresh young graduates. As Cinthia Wen, head of creative at Turner Duckworth, points out: "We've lived this before when Adobe Illustrator came to be and nearly eliminated all handcraft experience from the industry. Then again, with digital cameras and stock photography.

"Now, we're embracing writing and image creation with ChatGPT and the likes of MidJourney and Firefly. They are all just tools to allow us to focus more on what we humans bring as thinkers and creators."

What has changed, though, is that merely knowing how creative software like Photoshop works is no longer enough to convince people to hire you. It's now less about your technical skills and more about your ideas in terms of concepts, branding and strategy.

In other words, as technology automates more aspects of our creative work, our human-centric skills will become increasingly valuable. The ability to understand and connect with people on an emotional level, think critically, solve complex problems, and generate truly original ideas are skills that AI cannot easily replicate.

"As a designer, I believe we need to think about the future regarding how we can be more human and design in a more human way," says designer Hugo Carvalho. "It's like how Art Nouveau was a reaction to the loss of expression that came after the first industrial revolution. Similarly, this new era will be a reaction to AI and the loss of focus in human-to-human design, connections, and relationships." Cinthia Wen echoes this sentiment, envisioning a future where "creatives will be the ideators, the content creators, the visual psychologists".

To thrive in this environment, creatives should focus on developing skills such as:

1. Empathy and emotional intelligence
2. Critical thinking and problem-solving
3. Storytelling and narrative creation
4. Cultural awareness and sensitivity
5. Collaboration and teamwork

These skills will allow creatives to add value in ways that AI cannot by creating work that resonates on a deeper, more human level.

Embracing continuous learning

The pace of change in the creative industry shows no signs of slowing down. So, to stay relevant, creatives must cultivate a mindset of continuous learning and adaptability.

Asa Rodger reflects on this need for constant evolution. "I think adapting and evolving is something we can embrace and genuinely get good at," he says. "Especially if we're here for the long haul, it feels inevitable.

"Design, writing and creativity as commercial outputs are definitely being democratised through the new tools, turbo-charged by AI," he continues. "But where it's at just now is a sea of ragged-edged sameyness and a lack of refinement and direction within it. To hone, craft and mould outputs from these machines to a high level of execution still needs human attention – for now."

In short, to survive in the future, we must be open to new ideas, approaches, and even entirely new disciplines within the creative field. Of course, for some creatives, such as Alice Roseberry-Haynes, this already feels like second nature.

"Having an unconventional education route into the creative industries has taught me to be open-minded and to just try as many new ideas, tools, mediums and themes as possible in my work," she says. "I think this approach is necessary to survive a career which doesn't have a set path, as you never know what the next thing will be, so a positive attitude and being receptive will, in general, work in your favour."

To follow Alice's example, make a habit of:

1. Regularly exploring new tools and technologies
2. Attending workshops and conferences
3. Engaging with diverse creative communities
4. Experimenting with different mediums and styles
5. Staying informed about industry trends and developments

Develop a distinct personal style

In an increasingly crowded and AI-influenced market, having a unique voice will inevitably be more important than ever. Creatives who can develop and maintain a distinct personal style will be better positioned to stand out and attract clients.

"Personality and consistency will set the grains apart from the chaff," says Fiifi Dzansi. "Those who attract authentic attention and take the badge of relevance are the ones who inject their distinct personalities into their work."

Importantly, developing a personal style isn't just about aesthetics. After all, that might easily be copied by AI, and who wants a lengthy legal battle with one of the world's biggest tech giants? So, in the future, finding your own creative voice will need to be about creating a unique perspective and approach to creative problem-solving.

This will typically involve:

1. Identifying your core values and interests
2. Experimenting with different techniques and mediums
3. Developing a consistent visual or conceptual language
4. Creating personal projects that showcase your unique vision
5. Regularly reflecting on and refining your approach

By developing a strong personal style, creatives can offer something that AI cannot: a truly unique human perspective. Giles Davis offers a glimpse into what that might look like. "People will want less robot and more real," he predicts. "Examples might be running clubs rather than dating apps, the backlash against AI theft, zines having a day, the embrace of the imperfections of vinyl and cassettes."

Changing jobs roles

As the expectations for creatives expand beyond traditional boundaries, so will the traditional career paths and specialisms forged in the world of the 20th century.

As graphic designer Aaron Miller points out: "Creative roles are changing; gone are the days of a designer just being an expert in their field. The expectations and job descriptions are asking for more and more, now spanning design, development, animation and ideas. Roles have evolved, and in turn, we are evolving too. More rounded careers, more asking why, more being playful, more celebrating failure, and collective ownership."

This expansion of skills can take many forms, such as:

1. Designers learning basic coding or UX principles
2. Writers exploring data visualisation or graphic design
3. Illustrators venturing into animation or 3D modelling
4. All creatives developing basic business and marketing skills

While it's important to develop a breadth of skills, you should also be mindful of maintaining depth in your core areas of expertise. Be versatile while still offering specialised value.

Focus on ethics

As the industry evolves, there's a lot that creatives will need to do differently to survive. But at the same time, we should be wary of abandoning our ethics, principles and the very things that made us want to be creatives in the first place.

Let's not be shy about the challenge here, though. The tech giants that have somehow taken over our world now have unprecedented power over our lives. And so it may well be difficult to earn a living while staying true to ourselves.

Ultimately, though, designer and artist Justin Carey believes we need to stand firm. "I think it's time for creatives to take a stand against work that contradicts their values," he emphasises. "We can't be complicit in creating work that harms people and the planet."

To that end, he argues, "Design needs its own version of the Hippocratic Oath — it should always serve the greater good. Defining 'good' should be based on the positive impact our products and services have on people: enhancing access to essential resources, refusing to create hostile architecture, and committing to truthful advertising that avoids misleading claims or promoting unproven products."

Another aspect of this must be crafting content that's accessible to all, argues Deb Murray. She urges us to: "Make sure accessibility is baked into every creative brief. Make sure visual assets are accessible to people with visual impairments or disabilities. The basics need to be taught in design education, but as creatives, we need to take responsibility for the standards of our work and educate ourselves to do better."

In summary, surviving the future on a financial level is only part of the solution. We also need to ensure that our fundamental values and sense of self survive along with them. In which case, we'll increasingly need to educate ourselves on the following:

1. Ethical design principles
2. Accessibility standards and best practices
3. Sustainable design approaches
4. Cultural sensitivity and inclusive design
5. The social impact of our work

The good news is that the two need not fight each other but can work together. Because prioritising ethics and ensuring work contributes positively to society is actually a great way to differentiate ourselves in the market.

Building strong networks

We won't sugar-coat things: none of this is going to be easy. And so, much as it might be nice to lock yourself away and just work on stuff, you'll probably need a lot of support from others to survive the next 15 years. In turn, that means putting effort into building and maintaining strong professional and friendship networks.

"Nothing beats a network, in my opinion, whether it's physical or digital," says creative director Iain Worgan. "That level of connection remains as relevant today as it was 20-30 years ago. People buy from people, and with the rapid development of AI, the importance of human connections will become even more significant."

Artist, design lecturer and D&AD judge June Mineyama-Smithson agrees. "Always keep networking. Both online and offline," she urges. "If you want to attract interesting people, do and show interesting things yourself first."

So, what does that look like in today's industry? Typically, a combination of some or all of these:

1. Actively participating in online creative communities
2. Attending industry events and conferences
3. Collaborating on projects with other creatives
4. Sharing your work and insights on social media platforms
5. Mentoring or being mentored by other professionals

Building strong networks means you'll stay connected with industry trends, find new opportunities, and create a support system to help navigate the challenges of the evolving industry.

It might sound like a lot of work, but it should also be fun most of the time. In our experience, creatives are pretty nice people, after all!

Embracing creativity and risk-taking

As we discussed earlier, in a world increasingly dominated by AI and automation, human creativity becomes more valuable than ever. And that will mean an increasing focus on cultivating your own unique ideas and perspectives and being willing to take risks in their work.

As illustrator Colin Kersley points out that this is the perfect antidote to the dullness of AI content. "We're already knee-deep in homogenous creative output with social media trends, similar-looking websites and boring 'safe' ads," he notes. "This will only be compounded by the slurry of AI content."

Instead, creative professionals can offer: "stuff that doesn't adhere to this sort of thing because it's different. It's not a lazy remix; it has soul because it's been carefully considered and crafted. So, I think the most important thing for any creative professional right now is to actually be creative. Take risks, try different things, go with the weird idea, ignore the trends, get your hands dirty and make stuff, and inject some play into what you do again."

Creative director Frances Yeoland agrees. "Reflecting on the past 10-15 years, I think about the weird ideas I've presented and those I now wish I had," she says. "Keeping creativity strange and leaning into our unique strengths is what makes the work distinctive. For individual creatives, the future lies in looking beyond commercial practice. Finding beauty in other disciplines and creating for yourself alone will serve to strengthen your creative conviction."

Here's our five action plan to foster creativity and risk-taking:

1. Set aside time for personal projects and experimentation
2. Embrace failure as a learning opportunity
3. Seek out diverse influences and inspirations
4. Challenge conventional thinking in your work
5. Collaborate with creatives from different disciplines

Conclusion

As we look towards the future of the creative industry, it's clear that significant changes are on the horizon. The rise of AI and other technologies is sure to dramatically reshape the landscape in ways that we haven't even dreamt of yet. However, these challenges also present opportunities for creatives willing to adapt and evolve.

As Cinthia Wen aptly puts it: "When future gazing, there's a tendency to lean into the negative. But in pursuing a more optimistic world, we shouldn't be looking to survive the next decade or even adapt to it – this is an opportunity to pioneer a new frontier of creativity."

Jamie W, founder at Thought Boxes, adds: "The future will always be a constant flux. But I believe change is where creativity thrives. It is in this unknown where we problem solve and find new opportunities and new ways to think and apply our skill sets."

Overall, to thrive in the coming decade, creatives should focus on:

1. Embracing AI and new technologies as tools to enhance their work
2. Developing strong human-centric skills that AI cannot replicate
3. Cultivating a mindset of continuous learning and adaptability
4. Developing a distinct personal style and voice
5. Expanding your skillset to meet evolving industry demands
6. Prioritising ethics and accessibility in your work
7. Building and maintaining strong professional networks
8. Embracing creativity and risk-taking in your projects

By focusing on these areas, we can position ourselves not just to survive the changes ahead but to thrive and lead in the exciting new landscape of the creative industry. The future may be uncertain, but for those willing to embrace change and continue pushing the boundaries of creativity, it's full of potential.

We'll leave the last word to brand and marketing production director Amy Goodman. "I have learnt to embrace the change and always encourage my teams to do the same," she says. "Control the controllable and then just be as prepared as you can be for the things you cannot control. 'The only constant is change', so be prepared, and when things change – as they will – it won't throw you off the path; you'll be able to roll with the punches."